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Banner Idea

Our guide to what's new, what's hot, what's helpful on the Web.

This story appears in the October 1998 issue of

So you've launched your Web site and opened the virtual doors to your business. Now you hope to attract advertisers or co-sponsors to help you support the site. What's it going to cost you? The good news: The typical banner ad at online mall Mallpark ( costs an average of $10 per month. The better news: Why pay for an online ad campaign when you can get it free?

Enter SmartAge (, a San Francisco-based Internet services start-up and the brainchild of William Lohse, former publisher of PC Magazine. One of the company's most popular services allows small-business Netizens to trade banner ads with one another for free.

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